LONDON (AP) — The founder of budget airline EasyJet has stepped into Britain's grocery aisle.

Stelios Haji-Ioannou has opened a discount grocery in northwest London, called EasyFood, offering canned sardines, soups and pasta for a mere 25 pence (36 cents) — for a limited time only. Prices will go up on the "limited and basic" range after a month.

No fresh produce will be offered at the store, whose motto is "No expensive brands. Just food honestly priced."

Dozens of shoppers lined up outside the store Wednesday, hoping to take advantage of the bargain prices. Employees allowed just a few people in at a time to avoid overcrowding.

Haji-Ioannou described the store as an effort to fill a gap in the market — serving the "unwaged and low waged." The store will operate in the space a niche below Aldi and Lidl, the European budget supermarket operators.

Haji-Ioannou says he drew on his experience in distributing food for free in Greece and Cyprus.